Identification of impact of atmospheric attributes upon buying intention of customers in Bhat Bhateni Supermarket in Nepal
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Publisher
Issued Date
2017
Genre
Language
eng
File Type
application/pdf
No. of Pages/File Size
18 pages
Citation
International Research E-Journal on Business and Economics 3, 1 (May 2017), 57-74
Title
Identification of impact of atmospheric attributes upon buying intention of customers in Bhat Bhateni Supermarket in Nepal
Author(s)
Abstract
The rise of supermarket business through changing consumer’s behavior in the cities of
Nepal, atmospheric attributes, as an integrated part of supermarket business, has become
a strategic tool in creating persuasive channel in a supermarket. The purpose of this paper
is to describe atmospheric attributes of Bhat Bhateni Supermarket in Kathmandu Valley,
Nepal and to which the impact made by these attributes towards buying intention of
customers of the store. There were 400 questionnaires distributed to the customers who
have at least visited Bhat Bhateni Supermarket once. The analysis of Multiple Linear
Regression and Simple Linear Regression Analysis was applied to visualize the relation
between dependent and independent variables. The findings of the research described the
Nepalese consumers’ views on the atmosphere of Supermarket in Kathmandu Valley and
to identify the extent to which atmospheric attributes of Kathmandu Valley’s
Supermarket has impact upon Nepalese consumers’ buying intention. The researcher
suggests room for improvement to the Nepalese marketers who use store surrounding and
atmosphere as a marketing tool in Nepal’s supermarket industry. There exist an impact of
general interior of the store, store layout or the interior display and human variables of the
store. Therefore, the atmospheric attributes play a key role in the success of supermarket.
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